THE CLIENT
Standard Process Veterinary Formulas (Standard Process)

Veterinary Formulas specifically designed for cats and dogs, and sold exclusively through health care professionals

THE PROJECT
Standard Process turned to Johnson Direct to help them test marketing methods to build a strong national network of veterinarians.

Johnson Direct developed the strategy to gain brand awareness from small animal veterinarians, build up the network and generate sales. The process began with the overall concept, followed by copy writing of all elements which were then produced by Standard Process’ in-house art department.

The program included a series of three self-mailers with follow-up letters inviting veterinarians to request information, the Better Nutrition Kit, and a guide to promoting and selling the products. A microsite and e-Newsletters were also created.

Eight weeks following the last drop, the sales reps have converted 20% of the leads.

THE OFFER
In addition to the Better Nutrition Kit, veterinarians who requested more information also received a free copy of “Pottenger’s Cats.”

SERVICES USED
• Consulting
• Direct Mail (Copy Writing)
• e-Communications

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